Apple first started opening up its TV app and AirPlay 2 platforms to third-parties earlier this year with announcements from Samsung, LG, and Vizio gaining native integration on new and some existing TVs. Apple’s new partnership with Roku and Amazon is a big deal as they are some of the most popular streaming devices/platforms on the market. While the Apple TV 4K sells for $179, Roku offers a 4K streaming set top box for just $39.

As Apple focuses more and more on growing its Services revenue it looks like a good move to partner with third-parties like Roku and Amazon instead of keeping its music and video content and apps walled-off to just Apple devices.